The Effect of Product Completeness and Pricing on Consumer Purchasing Decisions at nano Stores in Kabupaten Bandung during The COVID-19 Pandemic

  • Faris Zikrurrahman Politeknik Negeri Bandung
  • Rizal Muhammad Naufal Politeknik Negeri Bandung
  • Harmon Chaniago Politeknik Negeri Bandung
DOI: https://doi.org/10.61242/ijabo.21.103
Keywords: Product completeness, pricing, purchasing decisions, COVID-19 pandemic

Abstract

This study aims to determine and analyze the effect of product completeness and pricing on consumer purchasing decisions at the Nano Store in Bandung District during the Covid-19 pandemic. This type of descriptive quantitative research, while the data used is primary data collected through questionnaires to 110 respondents and analyzed using multiple regression analysis. The results showed that there was a significant influence between product completeness and pricing on consumer purchasing decisions, this is evidenced by the R Square value of 0.608, which means that product completeness and pricing have an effect of 60.8% on purchasing decisions and the remaining is 39.2. % influenced by other variables outside the independent variables studied. In this research, it can also be seen that simultaneously product completeness and pricing have a positive and significant effect on consumer purchasing decisions, which means that the more complete the product provided and the better the pricing, the higher the level of purchasing decisions.

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Published
2021-04-27
How to Cite
Faris Zikrurrahman, Rizal Muhammad Naufal, & Harmon Chaniago. (2021). The Effect of Product Completeness and Pricing on Consumer Purchasing Decisions at nano Stores in Kabupaten Bandung during The COVID-19 Pandemic. International Journal Administration, Business & Organization, 2(1), 1-7. https://doi.org/10.61242/ijabo.21.103
Issue
Vol. 2 No. 1 (2021): IJABO
Section
Research Articles

Copyright (c) 2021 Faris Zikrurrahman; Rizal Muhammad Naufal; Harmon Chaniago

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